Mattel's (MAT) "throwback" World Retro Entertainment action figures have been unleashed at Walmart (WMT) stores, and the Internet has taken notice but probably not the way the Barbie maker would have expected.

Mattel's new line of action figures - including WWE pros John Cena, Roman Reigns, Kevin Owens and Brock Lesnar - were released exclusively to Walmart stores in the U.S. this month, although it is unclear exactly when, and consumers immediately started comparing the toys to Hasbro's (HAS) World Wrestling Federation figures sold by the rival toy company from 1990 to 1994.

Mattel's WWE latest collectibles are deemed "retro" by the company because they are packaged in the same fashion as action figures made in the 1960s and 1970s. The tweets about their release began appearing on Jan. 8.

The only statement Mattel made about the throwback figures was to announce that they would be released to Walmart stores sometime in early 2017 and nationwide later in the year.

Mattel did not return a request for comment.

BMO Capital Markets analyst Gerrick Johnson said he did not know why consumers would call the Mattel action figures "Hasbro figures" as the toy company has been producing the WWE brand since 2012.

The retro action figures are being sold on Walmart's website for as low as $24.99 for the Cena doll and as high as $29.99 for Lesnar.

Shares of Mattel were slightly lower at $29.51 in early afternoon trading Friday.